1) It Fosters Consistency Every marketer seeks consistency with her company’s story. If customers do not hear the same narrative every time they learn about your business, it can lead to confusion and doubt. Doubt leads customers to your competitors. Southwest Airlines, for example, doesn’t have a brand story; it has a brand attitude. The airline’s team members—from flight attendants to ticket agents—are pleasant and genuine in trying to help customers, and they generally make it easy to do ...